Vanuatu content creators turn social media following into business opportunities

September 17, 2026 10:38 pm | Posted in Business News | Share now TwitterFacebook

By Terence Malapa.

Vanuatu content creators are increasingly turning their large social media followings into business opportunities, despite limitations on direct monetisation from Facebook in the country.

One of Vanuatu’s most followed content creators, Steve Lilo, known online through his “Wanem Antap” content, has built a following of more than 152,000 people through videos showcasing everyday life, cooking and entertainment.

Lilo said that while Ni-Vanuatu creators do not currently have the same access to direct Facebook content monetisation available in some other countries, they can still use their online audiences to generate income.

He said creators can approach businesses and companies directly, promote their products and services, and negotiate advertising arrangements.

“Through your followers you can approach companies and do their adverts and promotions to earn some income,” Lilo said.

Lilo’s own experience demonstrates how social media can become a pathway into entrepreneurship.

He started by producing cooking videos, which attracted increasing numbers of followers. As his audience grew, he began working with businesses to promote their products and services.

The income from those promotions eventually helped him establish his own businesses.

Today, Lilo manages two hospitality businesses — Wanem Antap Hub at Nambatri and Timber Nakamal — both of which include kava bar facilities.

Lilo is encouraging other Vanuatu content creators to recognise the value of their audiences and consider working directly with local businesses rather than relying only on social media platforms to provide an income.

Vanuatu’s social media environment has continued to grow, with Facebook remaining one of the country’s most widely used social media platforms. Research on Vanuatu’s digital landscape has also identified local creators and content producers using Facebook, YouTube, TikTok and other platforms.

Vanuatu-based creators and digital producers are building audiences around entertainment, tourism, food, lifestyle, news, sport and culture.

Among recognised local digital producers are Kazik Media, Wan Smolbag Theatre and other tourism and lifestyle channels. International coverage has also featured Vanuatu-based creator Myles Dot Vu, who has built an audience by sharing everyday life in Vanuatu.

The growing number of creators provides local businesses with another way to reach customers, particularly through personalities who already have established relationships with their audiences.

Lilo said creators should not wait for Facebook or another international platform to provide an income stream.

Instead, they can build their own brands, develop relationships with local businesses and use their online influence to create opportunities in the local economy.

With social media continuing to expand in Vanuatu, content creation is becoming more than entertainment for some creators, providing opportunities in advertising, entrepreneurship and business ownership.